CeluNova
Project Overview
About
Most industrial cellulose comes from trees, while large quantities of pineapple leaves are discarded or burned after harvest. CeluNova extracts cellulose from this agricultural waste for use in toilet paper, napkins and paper towels. Its process produces a biodegradable fibre designed for existing manufacturing systems, providing an alternative to wood pulp. By sourcing and processing the material locally in Mexico, the project could reduce pressure on forests, avoid emissions from waste burning, lower reliance on imports and provide additional income for farmers.
Team
Jose Manuel Contreras
Jos’ Manuel Contreras is an entrepreneur and finance professional focused on building innovative, sustainable businesses. As CEO at CeluNova, he leads, fundraising, financial strategy, and business development for the company’s mission to transform pineapple agricultural waste into high-value materials such as cellulose, starch, and textile fibers. He has helped CeluNova secure strategic partnerships, large-scale supply agreements, and commercial interest from major industry players, while supporting the company’s path from pilot production to industrial-scale commercialization.
Adolfo Martin Vidal Ruiz
Adolfo Vidal is a Mexican biotechnology engineer and the CEO & Co-Founder of CeluNova, a deep tech startup transforming pineapple leaf agricultural waste into industrial-grade cellulose for hygiene and packaging supply chains. Previously, he founded Celal-Mex, Mexico's first pineapple-based bioplastic company. A published scientist (Bioresource Technology Reports, Elsevier, 2023) and TEDx speaker, Adolfo is currently based in St. Gallen, Switzerland, as part of the Start Global Fellowship. His work has earned recognition on Forbes México's 30 Under 30 list, positioning CeluNova as a benchmark for regenerative materials across Latin America.